Brazilian fintech Magie has successfully secured a US$ 5 million funding round led by the prominent U.S. venture capital firm, Lux Capital. This new capital injection signals a significant strategic pivot for the company, which will now prioritize providing white-label conversational financial solutions for businesses on WhatsApp. The investment brings Magie's total funding to over US$ 10 million, reinforcing its mission to integrate banking services into everyday messaging platforms.
A Strategic Pivot to Enterprise Solutions
After demonstrating considerable success in the consumer market by attracting over 400,000 users, Magie is shifting its focus to the business-to-business (B2B) sector. The company will now function as a financial infrastructure provider, enabling enterprises to embed payment and banking services directly into their WhatsApp channels. This move leverages the platform's widespread adoption to create seamless financial interactions between companies and their customers.
The new enterprise offering operates on a white-label model, allowing clients to deploy Magie’s technology under their own brand without developing proprietary systems. This solution is initially targeting companies in the financial, retail, and telecommunications industries. By providing this invisible layer of technology, Magie empowers businesses to offer services like Pix payments, bill inquiries, and financial reminders within a familiar conversational interface.
The Rationale Behind the Shift
The transition to a B2B model is driven by a clear strategy to monetize the company's proven technology and capture a significant market opportunity. According to founder and CEO Luiz Ramalho, this new phase requires focused investment in product development, team expansion, and technological enhancements. The B2C product, which has already processed over R$ 2 billion, served as a crucial validation of the conversational finance concept.
Magie's consumer-facing application will not be discontinued; instead, it will be maintained as a valuable testing ground for innovation and feature development. Ramalho noted that the B2C product also serves as an effective lead generator, as many executives who use it for personal transactions recognize its potential for their businesses. This dual approach creates a complementary ecosystem where the consumer app fuels the evolution of the enterprise platform.
Investor Confidence and Market Expansion
Lux Capital's decision to lead a second funding round highlights its strong conviction in Magie's vision, with the fintech remaining its only investment in Latin America. This backing aligns with the venture firm's thesis of supporting companies that build foundational deep-tech infrastructure in underexplored markets. Magie's pioneering use of AI in conversational finance fits perfectly within this forward-looking investment strategy.
This latest funding builds upon a previous US$ 4 million seed round, which was also led by Lux Capital with participation from Brazilian fund Canary. The accumulated capital has been instrumental in validating the product with consumers and now provides the necessary resources to scale the corporate offering. The funds will directly support the expansion of Magie's B2B platform and the enhancement of its business account services.
Looking ahead, Magie plans a carefully managed rollout of its enterprise solution, onboarding a select group of clients gradually through the end of 2026. The company is also actively evaluating opportunities for expansion into other Latin American countries where WhatsApp is a dominant communication channel. This measured approach ensures a stable and scalable entry into new markets while maintaining high service quality.
In conclusion, Magie's US$ 5 million funding round marks a pivotal moment of strategic repositioning rather than just a financial milestone. By shifting its focus to empower businesses with conversational finance tools, the company is leveraging its proven AI-powered platform to address a growing enterprise need. This move positions Magie to become a key infrastructure provider for companies aiming to integrate seamless financial services into the world's most popular messaging app.